A lot of them just use them for driving to places that they could do in a car. How many truck you see driving which are completely empty? Or how many you see who are transporting stuff that could easily have been done in a van?
That's complete bs, see my comment above. Pickups are much more flexible than vans.
The problem is the insurance model which insure the vehicle rather than the driver. Thus why some people daily drive their pickup because maintaining another beater is too much cost.
Every now and then their 5' 100lb wife will use that truck to go for groceries and then you'll see them there, because you have no life in the real world, and you'll judge them based on that single interaction alone.
Meanwhile, the next day, her hubby and the family will tow an 8000lb boat to enjoy the lake, and heck they can even stop at the hardware store pick up a couple 1000lb of concrete / 2x4 for their home improvement projects.
I've personally saved a few grands this year in various fees alone by being able to haul shit and do DIY home improvements.
But sure, that's only for social grand-standing...